About

We’re an Australian DTC prepared-meals brand (Shopify + Klaviyo + subscriptions). We’re moving from CAC-only to smarter profit metrics (MER, nMER, POAS, Payback) and want an expert to work out what we actually need, explain why, and give us a simple plan. Goal of this engagement: In 10 days, deliver a clear, no-jargon blueprint for how we should measure growth and profit—what to track, why it matters, the minimum data to collect, and the staged plan to build it. What you’ll do (advisory, not heavy implementation): Audit & interview: review our current reporting (Shopify/Klaviyo/ads), talk to paid, lifecycle, and finance owners. Map the decisions we need to make weekly (spend/scale, kill, pricing, bundles, lifecycle) → then specify the fewest metrics needed. Define a metric ladder (MER → nMER → POAS → ncMER → Payback) and when to use each. Tell us exactly what to track (events/fields/IDs), where it comes from, and how it joins (orders ↔ customers ↔ campaigns ↔ creatives). Provide roadmap options (good/better/best) with pros/cons, cost/effort, and your recommendation + why. Identify 2–3 quick wins (e.g., refunds/discounts handling, new vs returning split, guardrails). Deliverables: Executive Brief (≤5 pages) KPI Definitions (1-pagers) Tracking Spec v0.1 Roadmap (1–2 pages) Readout call (45 min) What we care about: Clarity, simplicity, and reasoning. We want the “because” behind your recommendation, not a tool dump. Great fit if you have: DTC ecommerce experience (Shopify + subscriptions) Marketing analytics + finance literacy (can explain contribution margin & payback simply) Experience moving a brand from CAC-only to new-customer economics & payback-based scaling How to apply (answer all 5, brief bullets OK): In simple words, what’s the difference between MER, nMER, and POAS, and when should each be used? Show (or describe) a 1-page scoreboard you’ve given a founder. List the minimum data fields to calculate ncMER & Payback correctly. Share one trade-off you’ve made between accuracy and speed (and why). Availability next 10 days + fixed-price for this blueprint. Red flags (please skip if): You propose a big CDP or heavy rebuild before delivering a simple v1. You optimize only to platform ROAS, ignoring new vs returning and refunds/discounts. Add “Decision-first” to your first line so we know you read this.